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1、3-1 Copyright 1999 Prentice HallChapter 3Learning and MemoryCONSUMER BEHAVIORFourth EditionMichael R. Solomon3-2 Copyright 1999 Prentice HallThe Learning Process Learning refers to a relatively permanent change in behavior that is caused by experience. Learning is an ongoing process and we can learn

2、:Vicariously by observing events that affect others,By incidental learning which is unintentional. There are several theories to explain the learning process such as the and the .3-3 Copyright 1999 Prentice HallBehavioral Learning TheoriesStimulusConsumerResponseConsumers Black BoxAssume that Learni

3、ng Takes Place as the Result of Responses to External Events. 3-4 Copyright 1999 Prentice HallBehavioral Learning Theory:Classical ConditioningOccurs When a Stimulus That Elicits a Response is Paired With Another Stimulus That Initially Does Not Elicit a Response on Its Own.UnconditionedStimulus(UCS

4、)Conditioned Stimulus(CS)ConditionedResponse(CR)3-5 Copyright 1999 Prentice HallFactors That Affect the ClassicalConditioning Process3-6 Copyright 1999 Prentice HallRepetitionMarketing Applications of Behavioral Learning PrinciplesCreating Brand EquityConditioned Product AssociationStimulus Generali

5、zationFamily BrandingProduct Line ExtensionsLicensingLook-Alike PackagingStimulus Discrimination3-7 Copyright 1999 Prentice HallBehavioral Learning Theory:Instrumental ConditioningOccurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negati

6、ve Outcomes. It Occurs in One of the Following Ways:PunishmentPositive ReinforcementNegative Reinforcement3-8 Copyright 1999 Prentice HallInstrumental LearningFixed - IntervalVariable - IntervalFixed - RatioVariable - RatioReinforcement of Consumption- reinforces regular purchasers by giving them pr

7、izes with values that increase along with the amount purchased.3-9 Copyright 1999 Prentice HallCognitive Learning Theory:Observational LearningConsumers Attention Must Be Drawn to a Desirable ModelConsumer Must Remember What is Said and Done by Model Consumer Must Convert This Information Into Actio

8、nsConsumer Must be Motivated to Perform These ActionsOccurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others. Imitating the Behavior of Others is Called :3-10 Copyright 1999 Prentice HallThe Memory Process External InputsEncodingInformation isPlaced in Mem

9、oryStorageInformationis Retained in MemoryRetrievalInformation Stored in Memory is Found as Needed3-11 Copyright 1999 Prentice HallEncoding Information for LaterRetrieval Sensory MeaningSemantic MeaningEpisodic MemoriesFlashbulb MemoriesColor or ShapeSymbolic AssociationsEvents That are Personally R

10、elevantEspecially Vivid Association3-12 Copyright 1999 Prentice HallMemory SystemsSensory MemoryAttentional GateShort-Term MemoryElaborative RehearsalLong-Term Memory3-13 Copyright 1999 Prentice HallStoring Information in MemoryActivation Models of MemoryShort-Term and Long-Term Memory are Interdepe

11、ndent.Associative NetworksIncoming Information is Organized by Relationships and Stored in . Spreading ActivationAllows Consumers to Shift Back and Forth Between Levels of Meaning such as Brands.Levels of KnowledgeKnowledge is Coded to Produce Meaning Concepts, then Propositions, then Schemas.3-14 C

12、opyright 1999 Prentice HallRetrieving Information for Purchase DecisionsPhysiologicalFactors Such As:AgeSituationalFactors Such As:EnvironmentViewing EnvironmentalFactorsFactors Influencing Retrieval3-15 Copyright 1999 Prentice HallRetrieving Information for Purchase Decisions State-Dependent Retrie

13、val Salience and Recall Familiarity and RecallPictorial Vs. Verbal Cues3-16 Copyright 1999 Prentice HallFactors Influencing Forgetting In, the structural changes in the brain produced by learning simply go away. In, as additional information is learned, it displaces the earlier information. In , ass

14、ociations will be forgotten if consumers learn new responses to to the same or similar stimuli. Prior learning can interfere with new learning, a process call .3-17 Copyright 1999 Prentice HallProducts as Memory MarkersMarketing Power of NostalgiaMemory and Aesthetic PreferencesNostalgia is an emoti

15、on where the past is viewed with sadness and longing.Retro Marketing attempts to bring back old commercials to appeal to the nostalgia market. Our prior experi-ences also help to determine what we like now.3-18 Copyright 1999 Prentice HallStarch Test - Test to Measure Recognition & RecallMeasuring Memory for MarketingStimuliMeasuring the Impact (Impression) that Advertising Makes on ConsumersRecognitionRecall3-19 Copyright 1999 Prentice HallProblems With Memory MeasuresRes

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